pernod ricard beefeater rtd

Beefeater enters RTD market with G&T range

19 April, 2021

Beefeater has launched three new RTD Gin & Tonic varieties into the UK off-trade in time for the easing of lockdown restrictions.

Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic and Beefeater Blood Orange & Tonic are now available in 25cl cans with an ABV of 4.9% and RRP£2.

According to Nielsen, RTD cans are growing +14.7% in value across the total off-trade and these are the first cans launched by the brand in the UK.

Chris Shead, off-trade channel director for Pernod Ricard UK, said: “Post-lockdown, with new measures in place, consumers will continue to socialise more outdoors and will be looking for that sophisticated drink from their favourite bar.

“The new cans are the perfect blend, created by master distiller Desmond Payne MBE, and will recruit new consumers wishing to try our gin before they buy it. 

“Beefeater’s target audience of 25-34-year-olds are always looking out for the latest trend and keen to socialise with quality drinks either at home or outdoors, and the new Beefeater RTD cans will support them in this quest.”

The new Beefeater RTD cans were trialled in May 2020 in markets including Australia and Ireland and for the UK launch, they have been given a new look to align with the brand’s new packaging across the range.

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